In this insightful conversation, Katie Wilson, co-founder and CEO of BelliWelli, shares her journey in making gut health fun and accessible. She discusses the unique challenges of marketing fiber products and addresses the overwhelm faced by millennial women in wellness. From an unexpected pitch to Walmart shifting their focus from bars to powders, Katie reveals innovative strategies for retail expansion and the importance of combining fiber with probiotics and electrolytes. Her passion for enhancing digestive wellness shines through!
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insights INSIGHT
Make Fiber Part Of Daily Rituals
Katie Wilson framed the goal as moving fiber from the medicine cabinet to the kitchen counter.
She wants fiber to be part of a daily, visible wellness routine people enjoy.
insights INSIGHT
Millennial Wellness Fatigue
Katie Wilson found millennial women are tired and overwhelmed by wellness marketing.
Many have simplified back to a multivitamin instead of adding new routines.
insights INSIGHT
Feedback Overload Can Hurt Focus
Katie Wilson warns a tight feedback loop can trigger constant, distracting changes.
She spends nights in Walmart and struggles to decide which feedback to act on.
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Today, I'm joined by Katie Wilson, co-founder and CEO of BelliWelli.
Tackling digestive issues, BelliWelli combines fiber, probiotics, and electrolytes in cult-favorite powders and snacks — moving gut care from medicine cabinets to kitchen cupboards.
In this episode, we discuss making fiber fun and accessible for modern consumers.
We also cover:
Millennial women’s wellness overwhelm
BelliWelli’s product evolution and innovation pipeline
Building a retail-first strategy versus direct-to-consumer
Chapters: (00:00) Introduction (02:00) BelliWelli's origin story (03:00) Being early to the gut health and fiber trends (05:00) Making fiber fun and accessible (07:00) Challenges in gut health marketing (09:00) Millennial women's wellness fatigue and overwhelm (11:00) Balancing customer feedback and staying focused as a brand (13:00) Retail-first strategy and getting into Walmart (16:00) Operational excellence and scaling to meet retail demand (21:00) Product evolution from bars to powder and future innovation pipeline (24:00) Fiber-first philosophy and the science behind gut health benefits (29:00) Current priorities: innovation, D2C growth, and bridging social to retail (32:00) Long-term vision and building toward acquisition (35:00) Conclusion
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